Ikea: Bedroom Habitats and Planet Sleep by Ogilvy SG & Wavemaker
- Location:
With its latest campaign, Ikea wants to be known as sleep experts, so it partnered with National Geographic on a series of films called ‘Bedroom Habits.’
The faux-nature series looks to capture and document the human species in one of the most challenging habitats — the bedroom. The films cover everything from a comically small mattress to the unrelenting threat of clutter. Created by National Geographic with Wavemaker, the four videos in the series will highlight different consumers with varying sleep challenges. The first, ‘Small Bed Battle,’ shows a couple fighting for space in their tiny bed as a narrator gives a documentary style blow-by-blow of the epic struggle. A positive outcome surfaces after the couple goes to Ikea and gets a reasonably-sized bed.
The series will be hosted on a dedicated National Geographic Bedroom Habitats microsite, along with sleep challenges and shoppable solutions, and on National Geographic Instagram stories and its Facebook page. The series will also be supported with paid social and display units.
A complimentary campaign titled ‘Save Our Sleep,’ features the same nature documentary style, highlighting the issue that one-in-three Americans doesn’t get enough sleep, with Ikea offered up as the sleep hero.
Produced by Ogilvy, the ‘Planet Sleep’ television spot showcases how a comfortable bedroom sanctuary can help save endangered sleep through the implementation of simple and affordable sleep solutions, like new lower priced mattresses and ergonomic pillows. It starts by showing tired people in stressed out urban lifestyles. They only become happy as they realize that Ikea is the solution to their sleep problems.
Credits
Agency: Ogilvy New York
Group Creative Director: Della Mathew
ACD Art Director: Monica Apodaca
ACD Copywriter: Cooper Evoy
Art Director: Lena Laque-Almond
Copywriter: Caro Hernandez
Producer: Josh Kornrich
Managing Director: Deepa Patel
Account Director: Tillie Fell
Account Director: Alexandra Bernal
Group Planning Director: Leslie Stone
Engagement Strategist: Sara Heiny
Production Co.: Merman
Director: Paul Middleditch
Global Managing Partner/Executive Producer: Ellen Clarke
Line Producer: Joel Todaro
DP: Aril Wretblad
Post-Production:
Editorial: MackCut
Editor: Erik Laroi
Color: Company3
Colorist: Tim Masick
Sound Mix: MackCut
Mixer/Engineer: Sam Shaffer
Music: Pulse Music
Agency: Wavemaker
Sarah McLaughlin – Senior Director, Partner, Content & Experiences
Jesse Noll – Manager, Content & Experiences
Gianina Galatro – Manager, Content & Experiences
Lucas Vaughan – Senior Associate, Content & Experiences
Molly Reich – Manager, Planning
Meei Chai – Associate Director, Planning
Caroline Tran – Senior Partner, Group Director
Conor Mitchell – Manager, Digital
Evelyn Yeung – Senior Associate, Digital
Partner: National Geographic
Rob Meltzer - Director
Tom King – Executive Producer
Silke Thompson – Executive Producer
Leif Skillrud - Producer
Ali Cloherty – Branded Content Studio
Danny Bellish – Director, Partnerships
Heather Rogers-Baum – Director, Partnerships
Alex King - Sr Director, Brand Solutions
Katie Kornstein – Sr Director, Brand Solutions
Client: IKEA US
External Communications Manager: Christine Whitehawk
External Communications Specialist: Lauren Schneider
US Interior Design Lead: Paul Anderson
Interior Designer: Charlene Tea
Joy Kelly – Media Manager
Kerri Longarzo- Media Specialist
